Make your own IQ Quiz using Interact
You know those “Text Your (Something) IQ” quizzes? They’re great fun, and all over the place from magazines to Buzzfeed to Facebook. They’re not just for fun, brands are using IQ quizzes to segment their audiences and generate leads that can be followed up with in a personalized manner to convert those leads into sales.
I’m going to go through a tutorial on how to create an IQ quiz. Before I start I want to define what exactly I consider an IQ quiz.
IQ Quiz: An IQ Quiz is one in which each question has answers and each of those answers has a certain point value associated with it. At the end, your IQ is based on how many points you get. Typically the more points you get the higher your IQ is.
Part 1: Quiz Title
This is the easy part. There is only one title that works for IQ quizzes, and it’s “What’s Your (Blank) IQ?” Where the blank is the topic you are covering.
Now there’s an important note here, which is that the topic of the quiz must be connected to what you do as a company, or else the quiz won’t reach the right people. You can choose your audience for your quiz by making sure the topic aligns only with the people you want to have as your customers.
So for example, if you sell content marketing services, or run a content marketing blog, then the example below “What’s is Your Content Marketing IQ?” will work great, but if you don’t then you should not use this title.
One way to think about what the subject of your quiz should be is to think about what industry you fall into. So if you’re in the fashion industry it’s “What’s Your Fashion IQ?” if you’re in the technology industry it’s “What’s Your Technology IQ?” and so on.
Part 2: Quiz Questions
After you’ve got the title of your quiz set up, it’s time to make the questions in your quiz. Let’s go through the best practices on this for an awesome IQ Quiz.
1. Write 7-15 questions. You should have enough questions to the point where the quiz is challenging, but not so many questions that people start to get bored and drop off before completing your quiz (there is an email capture form at the end of a lot of quizzes, so you want to make sure people reach that part).
2. Make the questions difficult to the point where the average score is 50%. You want the average result to be people getting about half of the questions right on your IQ Quiz. If you make it too hard it will be frustrating since no one will do well, and people don’t like feeling dumb, so having everyone do poorly is a bad idea. If you make it too easy then it’s boring because there’s no challenge to it. With interact quiz analytics you can see how well people are scoring on your quiz and use that as the basis to adjust the quiz on the fly.
3. Write the questions like you’re Alex Trebek (from Jeopardy). You should write them like you are saying them out loud to one other person. If you write this way then the quiz will feel much more personal when people take it. That personal connection is what will make people feel comfortable taking your quiz and more likely to want to keep in touch with you afterwards.
Part 3: Setting up IQ scoring
The way scoring works on an IQ quiz is that you add a point value to each of the possible answer choices on each quiz question. So for example, answer A is 1 point, Answer B is 2 points, Answer C is 3 points. You can use this flexible scoring system to set up a quiz where there isn’t just one right answer, but rather there are varying degrees of “correct” within your quiz.
Part 4: Setting up your IQ quiz for lead generation
You can use your IQ quiz to not only be a fun social media piece or on your website as a popup or announcement bar, but also you can use it to bring in new leads for your company. Interact integrates with every major email marketing program and you can grow your email list quickly using your quiz. This lead generation can be super powerful, and in fact quizzes have an average conversion rate of 50%, meaning that half of the people who complete your quiz will opt-in to your list, which is incredible, especially compared to other methods of lead generation.
Here are the best practices for asking for an email address within an IQ Quiz.
1. In the main header of the opt-in form let people know they can see their IQ right away if they opt in. This is important because a lot of people have been burned by quizzes in the past that asked for an email address and then didn’t show the results right away, but rather made them wait for an email to get their results, or even worse do some further action to get their results. Let the people know they won’t have to wait on your quiz.
2. In the sub-heading of the opt-in form let people know you are going to send relevant follow-ups to increase your IQ in the area of the topic of the quiz. So in this example of my content IQ quiz I’m telling people that I’ll send follow-ups with tips on how to improve your content IQ so you can become a better content marketer. This is important because if someone is taking this quiz in the first place they are probably interested in getting better at content marketing, so this is important, especially since the quiz taker will be curious about what you are going to do with their contact information.
3. Let people skip if they aren’t interested. If the quiz taker doesn’t want to opt-in, don’t make them. You don’t want people on your list who are only opting-in to see their quiz results, so you can be self-selective by letting people choose if they want to opt-in or skip on this step.
Part 5: Setting up IQ Quiz Results
Once someone has gone through the quiz, opted-in (or skipped the opt-in), and spent all that time engaging with your quiz, they are going to want too see their results. In order to ensure that your quiz results deliver and make people happy that they completed your quiz, you should follow a few standards for making IQ Quiz results.
1. Stay Positive. Even if someone scores a “0” like in the example photo below, you should tell them they are going to be “okay” because they only have more to learn. Never ever tell anyone they are doing poorly because no one shares their results if it makes them look bad.
The easiest way to keep all of your results positive is to focus on the good aspects of every outcome. With IQ quizzes this usually means something like telling people that they haven’t developed bad habits or have tons of room to grow if they do very poorly on your quiz.
2. Keep the results short. You want people to click through to your website after the quiz, so don’t go on and on about the result that someone gets in your quiz. Rather, use the call to action button, which we’ll go over next, to link to your website and get people back to your web property rather than staying in the quiz. Typically results should be no longer than 3-4 sentences.
3. Link to your website. Use the call to action button to link to your website. Ideally you have different links for each quiz result. For example, you’d link to a beginner’s guide if someone didn’t do well on your quiz and an advanced guide if someone did do well on your quiz. These links have a super high click-through rate so make sure to add them in.
IQ Quizzes have always been popular, and now you can use one to market your company through social media and your website. This guide is a framework for how to put one together that will deliver real results for your company, so jump on it and let me know how you do!